All Nature Spas have in common that they are in close contact with nature, in places where you can recharge your batteries and relax.

Autumn has become a tourist season in its own right. Switzerland Tourism ST seized this opportunity early and dedicated its first national advertising campaign exclusively to the autumn season in 2018. Over the past decade, more and more domestic guests have spent autumn holidays in their own country. While 2.9 million overnight stays were generated by hotel stays in the months of September and October in 2010 in the domestic market, this number increased to 3.1 million overnight stays in 2019 (pre-pandemic levels). This represents an increase of almost 8%. The pandemic and the resulting travel restrictions have not stopped this trend; quite the opposite, in fact: in autumn 2021, 4.1 million overnight stays were recorded, up 29% from 2019 figures. In 2022, the second year of the pandemic, figures for the domestic market were still 23.3% higher than in 2019.

But how can local guests still be motivated and new foreign guests inspired to stay in Switzerland in the autumn? For example, by developing offers based on the number one reason why people come here in this season: the search for moments of well-being. In 2022, this was successfully achieved with offers across Switzerland of some 50 unusual wellness offerings, known as Nature Spas. For the first time, this autumn campaign was aimed not only at local guests, but also at those from nearby markets such as Germany, Austria and Italy.

Over 50 spa offers in the midst of nature

The autumn campaign launched on 1 September 2022, at the start of the autumn season. At MySwitzerland.com/NatureSpa, all offers were presented in detail. These included experiences in the midst of nature, which can be booked and experienced in autumn, but also in winter and spring, depending on the type and location. Offerings ranged from a sauna boat on the lake to yoga with goats and even bathing in ice-cold water. What they all have in common is that the spas are close with nature, in places where guests can recharge and relax. Here are some examples that represent this diversity:

  • Hot Tug: Half boat, half bathtub on Lake Brienz, in the canton of Bern
  • Sauna boats: A sauna experience on Lake Lucerne, Lake Biel or Lake Zurich
  • La Vigne: Vinotherapy in the heart of the vineyards of Lavaux, Vaud
  • An oasis of deceleration: Wellness in a hut at 1,200 metres above sea level in Unterbäch, Valais
  • Yoga in the Engadin mountains, at Hotel Kronenhof in Pontresina, Graubünden

In total, the campaign generated over 26 million impressions and just under 200,000 visits (paid trackable website sessions) to the homepage. 

Collaboration with Swiss cosmetics manufacturer Rausch

ST’s autumn campaign was carried out in collaboration with the “Presenting Partner” Rausch AG. The Swiss family business from the Lake Constance region (Kreuzlingen, Thurgau) combined the unusual wellness experiences with its cosmetic products, which it has been manufacturing since 1890.

Facts and figures
Autumn campaign   2022 2021
Budget* CHF million 4.4 3.7
Share of total budget % 4.6 3.8
Target markets   CH, DE, FR, IT, Benelux, UK, CN, GCC, US, AT CH, DE, FR, IT, Benelux
Page views of MySwitzerland.com** million – 1.3
Top advertising and marketing contacts million 198 92.1
Top media contacts (readers, viewers, listeners) million 580 –
Participants in ST press trips   57 76
Top media articles influenced   432 276 
*Including recovery funds

**Only views of pages with specific autumn campaign content are counted.